Factors Influencing the Usability of Mobile Destination Management Organization Websites

Mobile devices, such as smartphones, are fast becoming the primary way for many travelers to access the Internet in search of travel-related information. While mobile devices provide travelers with ubiquitous access to the Internet, they also face limitations, such as small screens and slow loading times, which destination management organizations (DMOs) must consider when designing mobile websites. This study investigates the factors influencing the overall usability of mobile DMO websites. Based on a sample of U.S. travelers with mobile devices, findings indicate that design elements related to Ease of Use and Content contribute most significantly to the overall usability of mobile DMO websites. Also, travelers highly value mobile DMO websites that are well structured and organized, offer convenient services, and have an easy-to-understand appearance. Managerial implications and areas for further research are discussed.